3 Rules to User Connection through UX Design

In this part of our UX Design series, we are taking a look strategies to connect the real world and digital world leveraging QR code technology. As a marketing tool, the QR code is a valuable asset, but it can also be a big deterrence to the user experience if the design of the experience is improperly implemented or executed.

UX Design to link the Analog and Digital world

Recently, the popularity of QR codes has risen in the U.S. to a projected average of 1 in 5 smartphone users scanning a code in the 2012. That is just under 30,000,000 (and growing) additional consumer engagements that currently exist to connect real world (analog) and digital marketing strategies.

The reasons that QR Code popularity is on the rise are varied, but they include the prevalence and accessibility of mobile technology, lowered cost of data service, and the adoption rate of the technology as a practice.

Usage is on the rise, which is great…but what about the success of the practice? That is another matter all together. We haven’t seen any hard numbers, but with around 70-80% of the QR Codes we come across being poorly or improperly implemented, we estimate that the probability of repeat usage and successful conversion rates are not nearly as high as the usage data suggests.

Today we are going to share some general recommendations for successfully adding QR codes to your marketing tool box as a way to bridge the gap between analog and digital marketing efforts.

1. Make Sure Your Environment is ready for Mobile Access

When talking about UX design, the medium of the experience must be taken into account. I can’t tell you how many times I have clicked on a QR code and it has led to un-optimized content. If you are going to push out a QR code as an element of a larger marketing effort, for the love of all that is right in the world, make sure your landing site is ready for mobile traffic! (and please…no flash content…yes, we have seen this.) The easiest way to turn off a customer is to make it difficult for the user to access the payoff of the link.

2. Make Sure the jump to digital enhances the user experience

On average, 70+% of QR scans lead to Product Information. The same, or similar information that can be found on a company’s website, or throughout the interweb. If there is no unique experience at the end of a unique journey, what is the point? When considering QR as part of a campaign, it is important to consider developing or involving supplemental information or content that is exclusively accessed through a QR code, or using the QR code as a conduit to enhance an established experience.

3. Know your audience

With 66% of smart phone users being between the ages of 18-29, and 53.4% of all QR scans coming from 18-34 year olds, it is a good bet if your product or services are geared towards that the young, affluent (and male, 60.5%) demographic, adoption and conversion of QR codes will be very easy. But that doesn’t mean that creative ways to engage users with QR codes can’t be utilized for other demographics as well.

The most important thing to remember when using QR codes as a UX Design marketing tool, as with any other strategy, is to craft an experience that is relevant to your audience and make sure that it enhances your interaction with your customer base.

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